Targeting anti-smoking messages: Does audience race matter?
Targeting anti-smoking messages: Does audience race matter?
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DOI：
10.1016/j.addbeh.2012.03.019
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发表时间：
2012-07-01
影响因子：
4.4
通讯作者：
Shadel, William G.
中科院分区：
文献类型：
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作者：
Tharp-Taylor, Shannah;Fryer, Craig S.;Shadel, William G.
本研究探讨青少年自我认定的种族是否会影响反吸烟讯息的效果。94名从不吸烟的青少年（59%为非洲裔美国人; 41%为欧洲裔美国人）参加了这项由两部分组成的研究。首先，他们评估了一系列五个脱离语境的反吸烟信息的说服力（即，以文本格式传递的消息）。第二，他们接触了五套反吸烟公共服务公告（PSA;被视为电视广告），其中嵌入了研究第一部分中使用的五条反吸烟信息，并在每一条之后评估了他们的吸烟拒绝自我效能。虽然种族调节参与者的评级的非语境化的消息，有没有显着的调节作用，当这些消息嵌入到公益广告。这项研究的结果支持这一概念，即反吸烟公益广告不应该针对青少年的种族背景，但表明，反吸烟的信息可能会更有效，如果针对青少年的种族。(C)2012爱思唯尔有限公司保留所有权利。
This study examined whether an adolescent's self-identified race moderates the perceived effectiveness of anti-smoking messages. A sample of 94 never smoking adolescents (59% African-American; 41% European-American) participated in this two-part study. First, they rated the persuasive strength of a series of five decontextualized anti-smoking messages (i.e., messages delivered in text format). Second, they were exposed to five sets of anti-smoking public service announcements (PSAs; viewed as TV advertisements) that had embedded in them the five anti-smoking messages used in the first part of the study and rated their smoking refusal self-efficacy after each one. Although race moderated participants' ratings of the decontextualized messages, there were no significant moderating effects of race when those messages were embedded in PSAs. The results of this study support the notion that anti-smoking PSAs should not be targeted to adolescent racial background, but suggests that decontextualized anti-smoking messages may be more effective if targeted to adolescent race. (C) 2012 Elsevier Ltd. All rights reserved.